Apple has come forward to justify its recent move to ban apps with "overtly sexual content" from the iPhone and iPod Touch app store. Marketing exec Philip W. Schiller said that Apple made the decision in response to consumer complaints.

"It came to the point where we were getting customer complaints from women who found the content getting too degrading and objectionable, as well as parents who were upset with what their kids were able to see," said Schiller, as quoted by the New York Times.

The story hit the waves when a form e-mail from Apple started getting spread around from developers of adult-themed apps. In the e-mail, Apple referred to the objectionable material as "overtly sexual content".

The Times profiled Fred Clarke, co-president of On the Go Girls, a small mobile developer that had 50 apps on Apple's store that were generating thousands of dollars every day. Ever since last week's massive wipe-down, his company has no presence in the app store.

"It’s very hard to go from making a good living to zero," said Clarke. He claims the content in his apps were not gratuitous. "We’re showing stuff that’s racier than the Disney Channel, but not by much." Clarke said he was "shocked" by the move.

Schiller brushed aside developer concerns by saying, "...in the end [we] have to put the needs of the kids and

The Author

Mark RabyBased in New York City, Mark follows the consumer electronics industry like a hawk. A published book author, he has a particular affinity for 3D technology and video games, and as such will surely be in the market for a new pair of glasses soon. Mark can be contacted directly at mark@i4u.com.